The genesis of this paper was the Chairman of the Board for a large training firm asking me “What’s the difference between my firm and <2nd firm we both know>? I was just reviewing their website and they say the same things we do!?”
These two firms have never competed for business, and in fact, have referred business to each other. One is considered a Management Consulting firm, while the other is known more as a Sales Training firm.
As the answer to his question was starting to formulate in my mind I realized this question gets to the unspoken truth in the Sales Effectiveness industry – everyone sounds the same!
While this paper was written directly to my friends who own or lead sales consulting and training rims, it will hopefully be valuable to buyers of sales effectiveness services as well.
What follows are thoughts on why firms sound so similar, where there are (or should be) differences and a few starter ideas on what actions they should be taking. I’ll also take a brief foray to the Bermuda’s Triangle for differentiators.
Here is the full white paper (no email required): White Paper: The Plague of Sameness.